Adobe has acquired the Tumri advertising technology from Collective to extend its programmatic advertising capabilities.
The technology, also known as Ensemble, will add more dynamic creative functionality to the Adobe Media Optimiser. Specifically, the technology will support the ability to serve targeted creative content during the programmatic online video ad buying process using Dynamic Creative Optimisation (DCO).
DCO also offers flexible ad templates, mobile ad serving features through HTML5 and product retargeting capabilities across customer verticals. DCO functionality can also be combined with Adobe Marketing Cloud Core Services, such as profiles and audiences, and asset sharing with Adobe Creative Cloud, so that advertisers can target across channels.
"Creative optimisation takes place at the last millisecond of marketing and can make or break consumer engagement and conversions," said Justin Merickel, senior director of advertising solutions, Adobe. "Tumri is a strong DCO solution validated by the market and the integration with Adobe Media Optimizer will bolster our advertising capabilities across channels. Adobe offers the only platform that combines advertising, data and creative optimisation to redefine programmatic marketing."
Additional parameters available in Adobe Marketing Cloud and Adobe Audience Manager, including demographic and location data, can be added to DCO to determine what combination of ad creative and copy resonate best among specific audience segments.
The new DCO offer is expected to be available as a standalone product and in conjunction with programmatic ad buying functionality in Adobe Media Optimiser later this year.
Source: http://www.rapidtvnews.com/2015043038127/adobe-to-acquire-tumri-for-programmatic-advertising.html
